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V&A at Decorex

V&A at Decorex

The V&A’s brand licensing team will be showcasing their latest interior ranges at Decorex’s virtual event for 2020. On virtual display will be a collaboration of the V&A’s key home lines, featuring new launches from glass specialists Cherry Glass Design, ceramic and porcelain tiles from The Branded Tile Company and William Morris blinds and curtains from Blinds 2go. Explore current ranges from long standing licensees including furnishing fabrics from Arley House, wall decor from Surface View and IXXI and wall art from King & McGaw, Galerie Prints and Artiq.

During 2020 V&A licensing has seen an increase in demand for home interior products, as people  look for more ways to express their tastes and update their personal spaces. IXXI extended their range of V&A wall art in the autumn after strong online demand over the summer, the V&A doormat collection with Entryways saw around a 25% increase in online sales with Strawberry Thief and the Japanese Waves the most popular designs, whilst The Branded Tile Company saw strong desire for the colourful Omar design with people looking to include statement tiles to brighten their homes.

With more people at home and shopping online, Surface View has invested in their digital activity with the launch of a new improved website. The web platform beautifully displays original artwork from the V&A’s archive that has been reimagined and interpreted in new colourways, enabling trade professionals and home owners alike to create stunning interiors. A big success this year has been Surface View’s bespoke ‘mural’ glazed tiles and their range of stunning wall murals and oversized canvases.

Another great collaboration for 2020 has been with the Blinds 2go Group, with the V&A being the most successful debut brand for the company. In addition to the William Morris hero patterns such as Strawberry Thief and Acanthus, Blinds 2go are seeing huge engagement coming from the full range of patterns and colourways, which bodes well for the continued success and longevity of the collection.

It has also been particularly successful in accelerating interest in made to measure curtains, with the traction the brand is creating also helping build awareness that Blinds 2go are a retailer of curtains as well as blinds. The initial success is being replicated through the roll-out into Australia, Japan, and Europe.  Consumers across the Globe are recognising and embracing the V&A William Morris story which is both timeless and ageless in its appeal.

Lauren Sizeland, Head of Brand Licensing and Business Development says: “The original purpose of the V&A was to promote excellence in design and we are delighted to be at Decorex showcasing our interiors range. We collaborate very closely to develop high quality archive inspired ranges and each product is a result of careful consideration and applied skills. Decorex plays an important role in providing designers and manufacturers the opportunity to showcase their creative output in a wide range of interior settings. It’s important for the industry to unite, to demonstrate that the creativity and energy is still very much alive. All of these goals are more relevant than ever in this current climate.”

Link to Decorex: https://www.decorex.com/

Link to V&A Profile Page: https://dse.eventnetworking.com/company/1598314 Link to V&A Brand Licensing http://www.vam.ac.uk/info/brand-lice

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at becky@totallicensing.com

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